The advertising authority (ASA) in the United Kingdom has censored Keira Knightly’s Chanel Coco Mademoiselle advert after it appeared next to children’s film “Ice Age 2.”
In the video, Knightly’s character races on a motorbike to a photoshoot where she is undressed by the photographer. Wrapped up in nothing but the bedsheets she distracts him, before making her mysterious exit. This was too much for some parents, and the ASA interevened after complaint that the commercial was unsuitable for the children likely to be viewing the film.
“The ASA acknowledged that the undressing in the ad took place in the context of a photo shoot but nevertheless considered those scenes involved sexually suggestive content,” announced the authority.
Chanel argued that Gabrielle ‘Coco’ Chanel was ‘known for being a strong, independent woman’ herself, but was unsuccessful in its efforts to fight the ban. According to the ASA “the ad must not be broadcast again in its current form in or around programmes of particular appeal to children.”
The 60-second spot was directed by Joe Wright, who has since gone on to work with Chanel again on the recent Chanel No. 5 campaign featuring Brad Pitt.
The UK authority has recently banned ads by retailer American Apparel, and in 2011 censored a print ad by fashion brand Marc Jacobs featuring a 17-year-old Dakota Fanning in a ‘provocative’ pose.